Thirsty Camel

Esky of Cash Campaign

To Increase Thirsty Camel Brand Awareness with their target audience and grow the amount of participants in the companies loyalty program “The Hump Club”, Arid Zone took a simple product, filled it with cash, and turned it into the center point of a highly successful marketing campaign.

The Esky Of Cash

A 36 Litre Thirsty Camel branded cooler was used to present the enticing prize of $20,000.

To enter participants had to Join Thirsty Camel's Hump Club for automatic entry into the “ Esky of Cash” competition.

Esky’s were sent direct to 180 Thirsty Camel bottle shops and filled with fake “camel cash” to be used as POS for the month of the campaign.

The esky’s, in conjunction with posters and shelf wobblers were an integral component of the in-store marketing material to drive a consistent campaign message.

Thirsty Camel retail sales out performed the market in all categories (Beer, Wine, Spirit & RTD) whilst the campaign was running. Unique web traffic went up by 150% within the month and 65,000 unique visits were recorded for the duration of the campaign. Most importantly, membership to “The Hump Club” grew by 40%, doubling the original objective.

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